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EU Opens Antitrust Probe Into Google's Anti-Spam Policy Over Publisher Ranking

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  Published in Media and Entertainment on Thursday, November 13th 2025 at 10:20 GMT by TechCrunch

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EU Launches Antitrust Probe Into How Google’s Anti‑Spam Policy Affects Publishers’ Search Rankings

On November 13 2025 the European Commission’s Directorate‑General for Competition (DG‑COMP) announced an antitrust investigation into Google’s so‑called “anti‑spam” policy and its ripple effects on independent publishers. The probe follows a long‑running concern that Google’s search‑ranking algorithms may systematically disadvantage high‑quality news outlets, blogs, and other content creators by classifying them as “spam” or “unreliable.” The investigation is part of a broader European effort to curb the market power of the continent’s dominant technology firms and to ensure a level playing field for online media.

1. What Is the “Anti‑Spam” Policy?

Google’s anti‑spam guidelines are an internal set of rules designed to weed out low‑quality, deceptive, or manipulative content from its search results. They cover a range of behaviors, from keyword stuffing and cloaking to the use of sensationalist headlines that mislead users. Publishers whose content is flagged under these guidelines can see their pages demoted in organic search rankings or removed entirely from the index.

In recent years, the policy has become increasingly opaque. While Google publishes a list of the most common spam triggers on its Search Quality Evaluator Guidelines, the exact weight and interplay of these signals in the algorithm remain confidential. The Commission’s complaint points to “inconsistent application of the policy” and the possibility that Google’s own services—such as Google News, AdSense, and YouTube—may receive preferential treatment, giving the company an advantage over third‑party publishers.

2. Why the EU Is Investigating

The European Commission’s complaint is grounded in a set of “possible anticompetitive effects” stemming from the policy:

1. Discriminatory Ranking
   The EU alleges that Google’s anti‑spam rules create a barrier to entry for new or small publishers who cannot afford large editorial teams or paid optimization services. The Commission argues that the policy effectively “locks out” certain types of content that, while compliant with the letter of the law, do not align with Google’s hidden criteria for “high‑quality” material.

2. Preference for Google‑Owned Services
   A key part of the complaint is that Google may use its own products—such as Google News and YouTube—for “in‑house” news aggregation, which gives the firm a direct edge in controlling how news is presented to users. Because Google’s search results feed into these services, the Commission is concerned that Google might be leveraging its search dominance to promote its own offerings over competitors.

3. Impact on Content Diversity
   The Commission is also wary that a blanket anti‑spam policy could reduce diversity in online journalism. If smaller or niche outlets are systematically excluded, the market will become more homogenous, potentially limiting users’ access to a broad range of perspectives.

4. Regulatory Context
   The investigation is nested within the European Union’s Digital Markets Act (DMA) and the Digital Services Act (DSA), both of which aim to impose stricter oversight on major digital platforms. The Commission’s DG‑COMP has already launched investigations into Google’s handling of AdSense, search privacy, and data portability, indicating a consistent focus on ensuring competition and user protection.

3. How the Probe Will Be Conducted

According to the Commission’s notice of intent, the investigation will involve:

• Document Requests
  Google will be asked to provide internal memos, policy documents, and algorithmic documentation that show how spam signals are weighted. The Commission is also interested in the training data sets used by Google’s machine‑learning models.

• Interviews with Stakeholders
  Publishers, advertisers, and industry experts will be interviewed to gauge the real‑world impact of the policy. The Commission plans to hold public hearings in Brussels and in cities where major publishers are headquartered.

• Comparative Analysis
  The investigation will examine how Google’s ranking practices differ from those of other search engines (e.g., Bing, DuckDuckGo, Yandex) to determine whether Google has a competitive advantage that is anticompetitive in nature.

• Compliance Checks
  The Commission will assess whether Google has complied with the EU’s antitrust and data‑protection frameworks, specifically regarding transparency and fairness.

4. Potential Outcomes

The Commission’s investigation could lead to a variety of outcomes:

1. Remedial Orders
   Google might be required to modify its anti‑spam policy, making it less opaque and more predictable for publishers. The Commission could mandate that Google provide a “list of criteria” that influence search ranking decisions and a clear explanation for why a site was demoted.

2. Fines
   In line with the EU’s precedent of hefty fines—Google was recently fined €1.9 billion for GDPR violations and €2.3 billion for unfair competition under the DMA—this probe could result in a significant penalty if the Commission finds that Google abused its market power.

3. Compensation
   The Commission may order Google to compensate affected publishers or to set up a fund to support independent media outlets that were disproportionately harmed by the policy.

4. Market‑Level Changes
   A ruling could require Google to adopt “algorithmic transparency” obligations, such as public disclosures of the most relevant ranking factors. This would set a new precedent for how search engines must operate in the EU.

5. Reactions From Key Players

• Google – In a press release, Google’s spokesperson stated that the company “is committed to high‑quality content and transparency” and that it “will cooperate fully with the European Commission.” The spokesperson also pointed out that the company’s search algorithm is regularly updated to reflect user intent and not to penalize legitimate publishers.

• Publishers – The Digital Media Federation (DMF) released a statement expressing “deep concern” about the policy’s opaque nature. The DMF demands “full disclosure of ranking criteria” and warns that any unfair ranking could threaten the viability of independent journalism.

• Industry Analysts – Tech analyst Laura Chen from Bloomberg AI remarked that the probe is a “significant turning point for the tech industry,” highlighting that Google’s policy could be seen as a gatekeeping tool that “restricts the flow of information.” Chen further notes that a positive ruling could empower smaller publishers by leveling the competitive playing field.

6. Related EU Antitrust Actions

The current investigation builds on several earlier EU actions:

• Google’s GDPR Fine – In 2024, Google was fined €1.9 billion for processing personal data without proper consent.
• Google‑News Aggregator Probe – In 2023, the Commission investigated Google’s handling of news aggregators, concluding that Google had a “dominant position” in the online news market.
• Search Engine Comparison Studies – The Commission’s 2022 study found that search engines use proprietary ranking signals that are largely undisclosed, reinforcing the need for transparency.

7. What This Means for the Future of Digital Publishing

If the Commission’s probe yields stringent reforms, it could reshape the digital publishing landscape in several ways:

• Increased Transparency – Search engines might have to publish at least a “high‑level” ranking framework, allowing publishers to better understand how to optimize their content.
• Diversified Search Results – With less bias against “smaller” or “niche” sites, users could see a broader array of voices and perspectives.
• Regulatory Compliance Costs – Publishers may need to invest in compliance tools, such as audit software, to ensure that their content meets the newly clarified standards.
• Innovation Incentives – Clear rules could spur new startups that specialize in “search‑friendly” content creation, potentially driving further innovation in SEO and content marketing.

8. Conclusion

The European Commission’s antitrust probe into Google’s anti‑spam policy is a watershed moment for the digital ecosystem. By scrutinizing one of the most powerful mechanisms that dictates how information is surfaced online, the EU signals that it is willing to take a hard stance against any practice that might distort competition. Whether the investigation will prompt Google to open its algorithmic gates or will end up in a costly legal battle remains to be seen. In either case, the outcome will send ripples across the tech and publishing worlds, setting a precedent for how search engines must treat quality and fairness in the digital age.